Michael Cooney

This is one area where we do feel pressure from well-funded companies.

And I'll show you an example of that in a bit.

So let's dive into the problem.

So by living the problem,

What this enabled us to do is not only develop a great product, but it's also enabled us to develop the messaging.

When we're talking messaging, we're talking to our target market.

We know what they're feeling.

We can position the product to solve the problem very nicely.

So that's allowed us to grow 60% year on year since we started.

The other thing I've got here is avoid shiny objects.

So once you start a product and you get customers, what you're going to find is everybody's got ideas.

And you have agencies come to you and they say, sorry, I'm not very good at a mic.

You'll have agencies come to you and say, hey, we need you to develop this feature.

And if you do, you'll grow 10x.

And you get lots of these, lots of suggestions.

And you have to have a framework on, like, how are you going to avoid these shiny objects?

So we call this our 100-year test.

Can I go back?

There we go.

Okay.